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Google Adwords

7 Reasons Why Every Dentist Should Try Google Adwords

November 20, 2015 by admin 2 Comments

The growing use of internet as a medium for marketing has lead to many innovations in online advertising. One of these great innovations from early 2000’s is Google Adwords. What started as a search advertising program is now a full blow advertising network reaching almost 85% of all web users on most popular websites like Google.com and Youtube.com. With Google Adwords PPC advertising you are charged only when somebody click on your ad rather than CPM model, where you are charged for every 1000 impressions your ad receives irrespective of how many people actually interact with your ad. Below are 7 reasons why all dentists should try Google Adwords PPC Advertising.

Advantages of Google Adwords

Speed-to-market

Google Adwords is very quick to setup and get started. It can deliver results very quickly. This is a huge advantage in situations where you need new patients fast or you have a great service/offer that you want to push out before your competitors. Most other alternatives require development of creatives which can can time consuming.

Location and language targeting

Do you wish to target hispanic dental patients only? With google adwords language targeting you can do that very easily. Google Adwords also has very comprehensive location targeting features. You can target residents of certain zip codes, cities and towns or better yet a 10-mile radius around your dental office. Remember the closer a prospective patient is to your office, the more likelier they are to visit. You can also exclude languages and locations that you want to avoid.

Pay for Qualified Clicks Only

Using the Google Adwords Search network, you can advertise to people who are looking for a dentist in your city. These people are highly interested in professional dental treatment and you can offer your service to them by advertising on google for relevant keywords. What is even more impressive is that you can exclude keywords to avoid showing your ad for irrelevant keywords. For e.g. if you do not treat children you can add keywords like children, kids, paediatric etc. as negatives to ensure that anyone who is searching for paediatric dentists does not see your ad. This way you will attract clicks only from qualified visitors who are interested in your service.

Granular Control Over Advertising Spend

A Google Adwords can be started for as little as $5/day. While that may not get you much clicks, it just goes to show that you can control your advertising cost depending on your marketing budget for the month/week. You can also control how much you want to pay per click for each keyword you want your ad to appear on. This granular control allows you to run the campaign, stop the campaign, adjust bids up or down, adjust budget up or down and activate/pause the campaign whenever you want. e.g. If you have plenty of appointments next week, you can keep the campaign paused. If you want to fill up your schedule for the subsequent week, you can re-activate the campaign again before the preceding week begins.

Visitor Retargeting

Another amazing feature Google Adwords offers is the ability to tag and then re-target people who visited your website. This feature works for both search and display network and is very useful in reaching visitors who abandoned your website. For e.g. You can use re-marketing ads to target visitors who left appointment form or contact form uncompleted with a discount offer to convince them to make an appointment.

Performance Tracking and Reports

Google Adwords has the most comprehensive tracking and reporting features of any popular advertising platform. You can track click to calls, calls from websites, calls from ads, form completions, app installs, downloads and even import your google analytics conversion goals into your adwords account. These conversion actions are then backed by in-depth reports of all aspects of campaign performance that allow you to evaluate the success of each campaign. All these conversion tracking and reporting are free for all advertisers irrespective of their ad spend.

Campaign Optimization Capabilities

Google Adwords comes built in with free campaign optimization tools that allow you to maximize the performance of your campaigns to deliver your desired conversions. For e.g. your goal is to generate a maximum number of online appointments, you can create a conversion in adwords to track the number of appointment form completions. Then once your campaign has had over 15 conversions over the last 30 days, you can enable conversion optimizer and define your target maximum or target patient acquisition cost. You can then sit back and let Google Adwords Conversion Optimizer run your campaign on auto pilot. It will adjust your CPC on keywords automatically to generate the highest number of conversions (appointments in this example) possible in your budget.

Filed Under: Google Adwords, Marketing Strategy, New Patient Marketing, Online Advertising Tagged With: ADVICE

3 Types of Search Queries Patients Use to Find a Dentist

November 12, 2015 by admin Leave a Comment

Modern search marketing, both paid and organic, requires you to understand searcher’s behaviour and intent. Since the Humming Bird update, Google algorithm has moved on from keywords and now looks at the overall intent of a search query to rank pages and websites that best answer the query. Google’s paid search advertising program, Google Adwords has been using quality score for many years to reward advertisers with ads that best answer’s the searcher’s query. Therefore, it is very important to understand patients’ search behavior to promote your dental practice successfully with search engines.

3 types of search queries

Dental patients use one of 3 types of search queries to find information about dental treatments and local dentists. Before researching and selecting keywords for SEO (or PPC), you must understand each of these 3 types of search queries to attract maximum number of dental patients to your website.

Navigational Searches

These search queries are done to reach a certain website, address, phone number, product name or practice name. A patient received a post card by mail. The post card contains the dentist’s website so the patient searches on google for this website. Many patients also search for their dental insurance company to get some information. Here are some examples of navigational queries a patient might do

  • invisalign.com
  • aetna dental
  • 7 Day Dental website
  • yelp dentist reviews
  • zocdoc dentist

It is not possible to rank organically for navigational searches since they contain branded keywords that refer to existing websites. However, you can show your ad for these searches by bidding on these keywords in your Google Adwords campaigns as shown in the screenshot below.

7 Day Dental Ads Screenshot

If you are a local competitor of 7 Day Dental then it makes sense to pitch your clinic’s offer to somebody searching for their website. Also it is recommended to bid for your practice name, website and branded keywords to avoid other competitors from ‘stealing’ your patients.

Informational Searches

These type of searches are done to learn more about a dental problem, treatment procedure, risks and benefits, comparisons and other information of interest to a patient. Most patient search queries fall into this category and therefore cannot be ignored. However, since these patients are still seeking information and not really interested in seeking professional help it is best to target these keywords in SEO rather than using them for PPC advertising. Here are some examples of navigationalinformational searches made by patients

  • how long does teeth whitening last
  • is root canal safe
  • my crown just came off
  • metal braces vs invisalign
  • swollen gums treatment

You should research informational searches related to the various procedures offered at your dental office. Then create content like articles, videos, animations, blog posts, infographics on each major topic and publish this content on your dental website. Over time you will develop a content rich website that gets thousands of unique visitors looking for information about various dental topics. Many of these visitors will become your patients.

Transactional Searches

This final category of searches is the most important since the user intent here is to seek professional dental help. Once a patient has researched their dental problems have come to the conclusion that they need to see a dentist, they will search for a local dentist. Here are some example searches they may type into Google

  • cheap dentists near me
  • dentists that accept medicaid
  • emergency dentist miami
  • teeth whitening in 77450
  • dental implants san jose

As a dentist, targeting these searches should be your top priority using SEO, PPC, Local SEO and anyway possible. You should optimize your website to rank high for these type of searches and also run PPC ads for them so you have at least 2 listings (1 website + 1 ppc ad) showing up whenever somebody uses that search on Google.

Filed Under: Google Adwords, New Patient Marketing, Search Engine Optimization Tagged With: IDEAS

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